The challenge is that many brands are still trying to buy loyalty versus understanding what makes their customer loyal.
(PRWEB) November 07, 2013
Loyalty programs that reward customers for behaviors and attitude can build deep customer advocacy -- and a sustainable competitive advantage. Behavioral loyalty is at the core of most loyalty programs today. Customers make a purchase or provide information in exchange for a reward. This is as valuable today as ever, but it’s also no longer enough.
Besides rewarding customers for transactions and information, companies also need to reward customers for interactions -- specifically, social interactions that translate to engagement and advocacy. Companies must find creative ways to use their loyalty programs to foster attitudinal loyalty, and to build and capitalize on the emotional connections engaged customers have with their preferred brands.
On Nov. 14 at 1 p.m. EST, Loyalty 360 will host a webinar, titled “Rewarding Interactions,” which will be presented by Aimia.
This webinar will discuss the benefits and drawbacks of rewarding customers for such behaviors and transactions and information sharing, as well as the challenges and opportunities of rewarding customers for actions that show genuine engagement and advocacy. What’s more, it will examine the competitive advantage companies can create by building a loyalty program that rewards customers for all three -- as well as how to do it.
“Behavioral measurement is at the core and as valuable today as ever, but… it’s not enough. In a competitive market where loyalty programs are ubiquitous, brands must set themselves apart to drive customer experiences to build real relationships,” shared Cindy Faust, VP of Product Management at Aimia. “It’s about distilling smart, customer-centric data to deliver a customer experience that not only rewards them, but also delights them and transforms them into brand ambassadors. We’ll provide our point of view around how to look at the customer more holistically - across all interactions and across the purchase cycle to better shape the customer journey and drive brand loyalty.”
Cindy Faust, VP of Product Management, Aimia; and Emily Collins, Analyst, Customer Insights Team, Forrester will be the featured webinar speakers.
“Loyalty should never be focused on rewards, thresholds, or incentives,” shared Mark Johnson, CEO and CMO of Loyalty 360 – The Loyalty Marketer’s Association. “It should be focused on the process through which you create a mutually beneficial relationship with the consumer that leads to a loyal and engaged consumer. The challenge is that many brands are still trying to buy loyalty versus understanding what makes their customer loyal.”
Marketers are invited to join Loyalty 360 and Aimia on Nov. 14 at 1 p.m. EST to learn how companies can find creative ways to use their loyalty programs to foster attitudinal loyalty, and to build and capitalize on the emotional connections engaged customers have with their preferred brands. For more information, please visit http://loyalty360.org/conferences/event/rewarding-interactions.
About Loyalty 360
Loyalty 360 is an unbiased, market driven, voice of the customer focused clearinghouse and think-tank that is committed to bringing loyalty to the forefront as a critical marketing strategy. A trusted source for cutting-edge research, best practices, and networking opportunities, Loyalty 360 gives members the expert insights and guidance they need to better understand loyalty and develop programs that effectively engage their customers and employees and build stronger relationships with them. For more information, visit loyalty360.org.
Aimia Inc. is a global leader in loyalty management. Employing more than 4,000 people in over 20 countries worldwide, Aimia offers clients, partners and members proven expertise in launching and managing coalition loyalty programs, delivering proprietary loyalty services, creating value through loyalty analytics and driving innovation in the emerging digital, mobile and social communications spaces.
Aimia owns and operates Aeroplan, Canada’s premier coalition loyalty program and Nectar, the United Kingdom's largest coalition loyalty program. In addition, Aimia owns stakes in Air Miles Middle East, Nectar Italia, Mexico’s leading coalition loyalty program Club Premier, Brazil’s Prismah Fidelidade, and i2c, a joint venture with Sainsbury’s offering insight and data analytics services in the U.K. to retailers and suppliers. Aimia also holds a minority position in Cardlytics, a U.S.-based private company operating in transaction-driven marketing for electronic banking. For more information, visit http://www.aimia.com/.